The Affinity Group – Making a difference everyday

Published On: 25/05/2022

You may have noticed something different about us – we’ve got a new look and name! Formally known as The SG Professional Services Group, we’re now called The Affinity Group, but fear not, we’re still run by the same exceptional team that manages our five brands – SG Accounting, SG Umbrella, Aardvark Accounting, Taxevo and Vantage Accounting. Our focus hasn’t changed, we’re still championing the accounting needs of individuals, small businesses, and the flexible workforce.

The story behind our new name

We feel that the name ‘Affinity’ perfectly reflects who we are, our beliefs, and the direction we’re moving in as a collection of likeminded, hard-working, and professional individuals:

Affinity – A liking or sympathy for someone or something, especially because of shared characteristics.

We aim for the highest levels of service across all of our brands, supporting our clients to achieve their life and business goals. To do this, we need high levels of empathy and understanding, so ‘Affinity’ is a natural choice for our new brand name.

Our new logo and website

Times change quickly, and we wanted our logo and website to reflect our values. We want to not only be a brand our employees are proud to be part of, but to also attract the very best new talent. We’re at our best when we’re able to give our clients the benefit of the crème de la crème of accountants and finance staff, and so we wanted a logo that catches prospective employee eyes, and to present a brand that people will want to work for and be a part of.

Our mission – to make a difference every day

Here at The Affinity Group we nurture a work ethic that’s supported by our mission, to ‘Make a difference every day’. By providing the very best service and living by our group values, we’re inspired and able to have an impact on our colleagues, clients and environment every day. We champion our staff to feel empowered at work, and ensure they understand our goals in order to be able to provide nothing but the best service to our clients, regardless of their needs. Happy people make for happy clients, and that’s what we strive for!

Our values

Our brand values are uncompromising truths and guiding principles that articulate what we stand for, and are the driving force behind our behaviours and decisions. It doesn’t matter which brand our employees work for, as part of The Affinity Group we all honour these same values, and ensure we continuously work towards achieving them:

  • We put the client first – we truly understand the client’s and employee’s needs, and delivering them to the highest possible standard. We listen, empathise, support and value our people and client’s, in order to meet our highest standards.
  • We think big – We never settle, and always challenge what’s possible. We identify opportunities to grow, both as individuals and as a group. We believe in the power of perseverance and continuous improvement, always aiming to be the very best we can be.
  • We work as a team – Difficult situations are often solved when heads are put together, and problems are best solved with people with different views, perspectives and backgrounds. Problems are tackled head on, with no judgement, and embrace our differences as a team, using these to drive towards our common goals.
  • Act with integrity – Trust is built with transparency and integrity. We lead by example and always do as we say we’re going to, without hidden agendas or politics. We’re honest and ethical in our approach to everything we do, and welcome feedback in order to allow us to continuously improve and grow.

We like to stay social

Our team here at The Affinity Group work hard, but also play hard too. We have a brilliant and active social committee who organise monthly events in and out of the office to suit all tastes. We have a calendar for the year with something for everyone, from ski trips to theatres, and from charity events to being chased by zombies! You can keep up to date with everything Affinity Group related on our social channels, so why not take a look at our Instagram, facebook, and LinkedIn accounts.

Got questions? We’d love to hear them!

We love our fresh new look and name, but we’d also love to know your thoughts! Let us know what you think, and if you have any suggestions for us moving forward.

Note: All the information and advice in this blog post was correct at the time of writing.

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